digital marketing - ltg

LTGDigital Marketing

WorkshopJo Phillips

Agenda• Social Media: Best Practices

• Social Advertising: Facebook

• Tracking: Google Analytics

• Case Study: Black Friday

Social Media Best Practice

Social Media Today

For LTG Theatres• Marketing channel

• Lets people behind the scenes

• Customer service

• Piggyback on conversations on Twitter e.g. #TheatreThursdays

• Chance to show some personality

…but it’s a commitment• Regular relevant content

• Monitor & listen

• Quality control

• Share the love

• Strain on time and resource

• Tougher for small organisations

Hack: Use a tool

No.1 Bugbear

• Platform-specific features

• Looks sloppy

• Looks unauthentic

• Antisocial“Cross-promote don’t cross-post”

Linking Facebook and Twitter

Commercial vs. Conversational

Getting the right balance, 50:50

Check out the big players

Social Advertising

Facebook2004

• Launched in a dorm room in 2004

• Social network for Harvard University students

2016

• Public company

• Acquired Instagram & WhatsApp

• $17Bn ad revenue in 2015

• Zuckerberg worth $46Bn

• Algorithmic News Feed

• Low organic reach

Organic Reach Woes

For the cynics….

Facebook Ads: Overview

• Range of ad formats available

• Free to set up

• Priced on a cost-per-click basis

• Works on daily budgets

• Drives traffic straight to website

• Boost post option, or through Ad Manager

Targeting OptionsLocation

• Target by country, region, postcode, or radius

Demographics

• Target by age, gender, spoken language

Interests

• Target fans of similar Pages and by categories

Connections

• Target your fans and their friends

For Published Posts

Ad Manager

Lots of space for information…

Text: 90 characters

• Tip: never let it truncate!

Headline: 30 characters

Call-to-action: ‘Book Now’

Image: 1,200 x 628 px

Link Description: Approx 140 characters

…but be aware• Facebook ads only allow 20% text

• Counts logos and numbers

• <20% text will be approved but delivery will be restricted

• Best practice - no text

• What picture does a link pull through? Don’t get caught out!

• Use Facebook grid tool X

Custom Audiences

• Uses your email database

• Find your existing customers on Facebook and serves them an advert

• Way to support mailers

• Minimum list size of 100

• Potential applications:

• Past audience of show by certain writer

• Past audience of show by genre (e.g. Shakespeare)

• Past audience of Christmas show

Advanced Targeting

Tracking: Google Analytics

Google Analytics• Free platform

• Requires hard coding

• Tracks visits and behaviour through the website

• Can track e-commerce

• Real time data

• Drill down onto particular pages

• Good way to measure effectiveness of marketing efforts

Remarketing

One visit is typically not enough…96% leave a website without converting

70% abandon shopping carts

49% typically visit 2-4 sites before purchasing

Case Study: Black Friday

Situation• Join the Black Friday bandwagon and the flash sale hype

• Secure early bookings for shows later in the season

• Discount applied when two adult tickets bought

• Enter code at checkout: CRESBLACKFRI

Action

• £40 Facebook spend

• Time!

Cost

Results• 2,300 people sent to the website

• Reached 11,093 people on Facebook

• 544 tickets sold

• £2,720 ticket revenue in one day

Thank you, any questions?

Contact: jo.g.phillips@googlemail.com